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ReMarketing - The Secret Weapon of Apartment Leasing

ReMarketing - The Secret Weapon of Apartment Leasing
So you're browsing the internet. Let's say you're on Amazon.com. You view some items then decide to check the news over at CNN.com. Magically, you start to see ads for products you just saw on Amazon on the CNN site. How did they know? Is it magic? Some kind of sorcery? No, it's Remarketing. Remarketing is a relatively new way of showing targeted ads to individuals that have previously visited your website - as they browse elsewhere on the internet. It has been primarily used by big retailers over the last couple of years with great success and now, could be a game changer for the multifamily industry. Remarketing & Apartment Marketing One of the most significant deficiencies in the apartment marketing world has been brand awareness and website conversion. Let's say Jane Renter is browsing your website. She likes your building but isn't ready to pull the trigger. She leaves and keeps browsing the internet. You've now lost her as a lead. You've spent considerable dollars and time to get Jane Renter to your site, only to see her leave without contacting you. However, with Remarketing, Jane Renter will now start seeing eye-catching ads for your building on other sites she visits. This will increase your brand awareness as well as the overall conversion of your leads. Benefits There are a variety of different benefits to utilizing a remarketing campaign as part of your communities overall marketing plan. Inexpensive - Instead of paying for ads to a broad audience, you can......
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Apartment Marketing 2.0 - Top 5 "Must Have" Marketing Strategies

Apartment Marketing 2.0 - Top 5 "Must Have" Marketing Strategies
“What do you mean I can’t just post an ad on Craigslist and lease my entire building?” In this day and age, I never expect to hear that, but to my surprise, I still hear those words from developers and managers. The problem is, long gone are those days of posting free Craigslist ads and watching the leads roll in. These days, it takes a lot more than simple ads to get a building leased and stay competitive. Even communities or portfolios who have moved beyond that, have resigned themselves to the status quo of marketing. You know the ones, they throw an ad on Apartments.com and post "how to spruce up your kitchen" posts on Facebook and still wonder why they have vacancy issues. You have to be creative, involved and spend the time and money to ensure your property is at the forefront when renters are searching for an apartment.  Here is what should be the most vital parts of any communities marketing plan: SEO | SEARCH ENGINE OPTIMIZATION This might be the most important of all the recommendations. Having a comprehensive SEO strategy is paramount to your community being found online. It also can provide a HUGE boost to reduced cost lead generation as well as a competitive edge in your market. PPC | ADWORDS A fundamental of leasing these days, AdWords advertising can produce excellent results if you know how to optimize it. The keys to a successful AdWords campaign is testing, good copyrighting and keyword selection. Remem......
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Social Media’s Newest Marketing Platform: How Multifamily Managers are Utilizing Snapchat to Advertise Their Properties

Snapchat is the newest social media revolution that property managers are taking advantage of, and it is no surprise why. The mobile app allows users to share photos and videos up to 10 seconds long that disappear immediately after they are watched. The app’s most popular feature allows users to post photos and videos on their “Story”, where approved friends can view them for up to 24 hours. With over 150 million people currently using Snapchat and a projected increase of up to 217 million users by the end of 2017, Snapchat is quickly becoming competitive with other popular social media platforms such as Facebook, Instagram, and Twitter. Millennials, people ages 16 to 35 years old, continue to make up the largest portion of users, but it is predicted that older users are beginning to adopt Snapchat as well. Since millennials are the age group most likely to rent from a multifamily property, one of the best ways apartment management firms can be heard by these potential residents is through Snapchat. Property managers and real estate firms are increasingly using the app to connect with their residents, market their apartments, and create a lifestyle that captures the attention of potential occupants. At property management firm Trimark Properties, we specialize in Gainesville apartments for University of Florida students who use Snapchat constantly. We have found that Snapchat is a great tool for marketing our apartments in Gainesville to college students who are obsessed with the newest social media craze. How it Works Sn......
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Top 7 Steps To A Successful Tenant Move In

Top 7 Steps To A Successful Tenant Move In
Imagine dealing with troublesome tenants who call your phone at 3am, consistently make late rent payments, and probably even do a bit of drug dealing on the side. If you successfully dodge your way out of dealing with such, you could probably even end up with others, who down the road, you ultimately realize were less of a fit than the former. In a country of over 110.5 million renters, there is a significant number of prospects who perfectly fit this description. And of course, no landlord or property manager would ever want to house them. But unfortunately, they’ll always end up somewhere…and that translates to a rather unhappy group of landlords. Most of the affected landlords are usually individuals who approach the process of tenant move-in like a “pregame” show- despite the fact that in reality, it’s actually the most significant part of the game. Your strategy here is what eventually counts in the landlord-tenant relationship. The most critical attributes through this process are precision, alertness and patience. Desperation, even when you’re eager to fill vacant houses, could eventually cost you an arm and leg when the tenant ultimately moves in. As a matter of fact, with the population of renters currently outnumbering landlords on a scale of 1:5, there’s no need for anxiety, especially when your property is priced competitively. So, now that we’ve established the attitude you should approach this with, what is the actual strategy to a successful tenant move-in? 1. Review Moving-Out Notice The first step, of course, is overseeing t......
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5 Reasons Why Yelp is the Most Under-Appreciated Ad

5 Reasons Why Yelp is the Most Under-Appreciated Ad

When you think about where you advertise your communities, do you think Yelp?  We all have heard of Yelp but my guess is that you're probably not taking full advantage of this free ad.  Yelp isn't known for being a common destination for apartment seekers, however, I'm going to make a strong argument that Yelp is the most under-utilized ad source in multifamily.  Yeah, I said it.  Listen up... First things first...can you tell me if your community has a listing page on Yelp?  I can tell you from experience monitoring community's online presence that a large majority of communities don't bother, including your competition. Yelp certainly isn't the newest  tool on the block but it's becoming increasingly valuable in the multifamily industry and you'll want to re-familiarize yourself with the platform if necessary. Now that you've been formally re-introduced, you've probably identified a weak spot in your current approach.  Don't worry just yet.  We're going to button-up your marketing strategy piece-by-piece and further detail why Yelp is more important to that strategy than you think.  Let's dive into five reasons you should be using this often-overlooked ad source for your apartment community.   1. Reach   Yelp's reach continues to expand, collecting more and more users each year.  Over the last three years, Yelp has experienced 80% growth.  Their website has seen a nice boost as well as users are staying on the page 150% longer than previously.  According to Quantcast, in the last month alone 117 million unique visitors accessed Yelp via its website or mobile......
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The SEO Conundrum: How Far Should Owners Go to Utilize the Concept?

The debate has cycled through numerous marketing meetings: To SEO or not to SEO? The dispute has no unwavering yes or no answer, but rather should be a yes with some stipulations. SEO has value, so yes you should optimize your sites – but not at the expense of your listing budget. As you might be aware, SEO, short for search engine optimization, is the process of garnering traffic from the free and organic results of search engines. It’s a technique used to optimize the content on a website to maximize the value Google places on the site. It involves incorporating key words or phrases into content – such as “Los Angeles apartments” or “apartments in New York” – to help your community land higher on the search-results page, although the process is much more complex than it appears. SEO should be an add-on to your marketing budget, something you devote additional resources toward. But it is not a replacement for Internet listing services. When a prospective renter inputs a common search term, like “Los Angeles apartments,” they’re looking for all of the apartments in the Los Angeles area, not just those managed by a particular company. Because listing services have more communities available with pages optimized for that search term than any single apartment company, Google places a higher value on their sites. Simply put, listing sites show up higher on the search results page, resulting in more clicks on listings than apartment community websites. If you choose not to list your community o......
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Why The Quality Of Rental Leads Trumps The Quantity

Why The Quality Of Rental Leads Trumps The Quantity
The age-old saying quality is better than quantity holds particularly true when it comes to rental marketing and leasing. Sometimes rental property owners and operators will put more stock in the quantity of leads generated, rather than quality.   A flawed rental marketing strategy would be to try and maximize the number of leads possible by posting rental property listings with every free-to-post service online, and then renew on a continual basis. A ton of rental leads may give the illusion of marketing success; but if they aren’t qualified leads, is this really a successful marketing strategy? The answer is no, and here is why.  Low Quality Leads: This type of lead is one that is very unlikely to generate an actual lease signing. The problem is that they consume time, resources and often don’t produce results.  Time: Time is money and a precious commodity. Allocating time effectively can help streamline the leasing process. The task of having to respond to hundreds of unqualified or low-quality leads can take a lot of time; often not generating a lot of leases. Furthermore, the constant need to post and re-post listings can eat up even more time.  Low ROI: Even if money isn’t being spent on an advertisement, there is still an investment occurring. This is in the form of staff hours to handle the inquiries and leasing process. Low ROI means that the number of leases being signed doesn’t match the investment being put forth.    Frustration: It’s incredibly frustrating to follow-up and respond to dozens of rental inquiries......
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Breaking Through the Communications Clutter

Breaking Through the Communications Clutter
If I were to ask you to quickly name ten companies who have tried to communicate with you in the last day, could you do it? If you’re like me, you might struggle to recall ten specific companies. Now, think about how many messages you are exposed to each day. How many do you see on your commute to work? As you watch TV or listen to the radio? At the top, bottom and sides of the web pages you’re viewing? Interrupting your latest game of Trivia Crack? In almost every place and at every time of day people are surrounded by marketing messages. With so many opportunities to see or hear these messages, why do we struggle to retain or even notice so much of the information that is right in front of us? The answer is that our everyday lives are filled with communications clutter. Strategic marketer and author J. Walker Smith explained it this way: "Advertising clutter is the single biggest problem with marketing. Not just today, but as long as advertising has been around. People are annoyed by ads that show up in unfamiliar places, but become used to them over time. Yet, consumers can process no more information today than they could before, and perhaps even less. Multi-tasking is just a fancy word for paying little attention to many more things at once. If we really want to do good marketing, then we have to get out of the clutter business and stay solidly in the com......
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How Interactive Is Your Advertising (& why should you care)?

How Interactive Is Your Advertising (& why should you care)?
As I drive the 42 miles home from the office, I see so many billboards and advertisements on trucks vans and buildings. I see them, but I don’t often notice them. They might be big and splashy, but they’re noise I tend to tune out as I drive...even if there’s a guy in a gorilla suit on the side of the road, promoting the “Giant Sale” at the local mattress store.   Why? That sort of advertising is one dimensional. It’s a one-way message. Sure, it’s “easy” to stick up a billboard or post an online ad to basically say, “buy our product” or “visit our community.” It’s “easy” to send a direct mail campaign and hope for a 1% response. But those one-way messages are also easy for consumers to ignore...like I do on my ride home. People are tired of being told what to do. Instead, they want to know that you put in effort. That it cost you something to get to them. That’s why I’m a big proponent of interactive advertising. Just look at the rise of social media. I bet almost every community has some sort of social media presence...but to make it pay off, you have to be interactive. Take Twitter, for example. People want to be retweeted. (I’ve even seen a Twitter handle “@JustinBieberFollowMe”!) We seek interaction. It’s who we are.   So instead of hiring a guy (or gal) to spin your community’s sign while wearing a costume, a more effective advertising approach might be to create your own interactive campa......
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Top 10 Tips For Optimizing Online Property Listings

Top 10 Tips For Optimizing Online Property Listings
In any rental market, it’s incredibly important to fine-tune marketing efforts to help maximize the number of leads from prospective tenants. Crafting a high quality online advertisement helps to effectively deliver information about a rental property, while also inciting a renter’s interest. Landlords and property managers often ask our staff how they can improve their online property listings, so we’ve compiled a list of valuable tips.   1)    Unique Title: The title is often the first thing a prospective tenant will see. Chances are a listing titled ‘house for rent’ won’t generate a lot of interest and click-throughs. Create a unique title that highlights some of the most important details. *There is often a character limit for titles, so make the most out of these characters!   2)    The Short (Meta) Description: A meta description is essentially a short depiction of an ad’s content, highlighted by websites and visible before clicking through for all of the information. Much like the title, website viewers will see this short description before deciding to click on the advertisement, so make it relevant and interesting. *Meta descriptions are typically 100-160 characters in length.   3)    Don’t Leave Fields Blank: Non-mandatory fields should not be skipped over. The only time a field should be ignored is if it’s not applicable. Various informational fields are used in advanced search functions by users, so if they are left blank, they won’t appear in the advance search results. 4)    Showing the Address: Listings often allow users to hide the property address if desired, but this can deter ......
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